After 2003, as a fusion of broadcasting and telecommunication, DMB(Digital Multimedia Broadcasting) service has been started experimentally in China. Considering that adopter is a significant factor to work on the effect of communication, and there ar...
After 2003, as a fusion of broadcasting and telecommunication, DMB(Digital Multimedia Broadcasting) service has been started experimentally in China. Considering that adopter is a significant factor to work on the effect of communication, and there are not so many positve reseaches on the Chinese DMB, we did this study.
Based on the theory of diffusion of innovation, we tried to find out some of the factors which influenced the intentions to adopt DMB service in China, and searched for it's feasibility.
The respondents of this study were composed of 263 people in Shenyang in China, with 4 kinds of demongngraphic variables, as gender, age, income and academic.
Then, we examined the causal 5 factors in the Rogers's Diffusion of Innovations: cogtition of ralative advantage, compatibility, complexity, observability and popularity. Innovativeness, need for uniqueness, ostentation and the degree of satisfying with the existing media are the psychological factors we examined.
The main results of the analysis are as follows:
First, except the gender factor, age, income and academic all had an effect on influencing the latent adopters's intention to adopt DMB in China. And especially academic factor had an powerful effect.
Second, as a result of analysis on latent adopters' cognition of medium characteristic, it was found that cogtition of talative advantage and cogtition of compatibility were the dominant factors. And also cogtition of trialability would work on the DMB's diffusion process in China.
At last, for psychological factors, it was found that innovativeness and the need for uniqueness would affect intentions to adopt DMB service in China.
In order to foster the growth of the Chinese DMB, the results suggested that businessmen should consider these characteristics of latent adopters', and lay out a reasonable program.
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